Terug naar alle cases

Maximizing relevance and revenue growth through data-driven marketing automation

Primera is a top-5 retailer with over 550 physical stores, an online shop, and the most extensive range of gift cards (more than 150 varieties). In a competitive market, staying relevant is essential. However, order data, CRM data, and engagement data were trapped in separate systems, making targeted communication per customer difficult. We consolidated all data into Salesforce Marketing Cloud and built automated campaigns for both consumers and business clients: resulting in a 47% higher open rate, a 200% higher click-to-open rate, and 20% of B2B revenue during the year-end period.

Our approach

The idea

In a market with increasing competition, Primera wanted to become more relevant to its customers. This required a smarter use of data.

The core challenge: data was scattered. Orders were in Adobe Commerce Cloud, customer data in Dynamics and DeployTeq, and engagement data in Salesforce Marketing Cloud. Without a complete view of the customer, it was impossible to send the right message to the right consumer at the right time.

The strategy

Our starting point: relevance begins with a single, centralized customer view. By bringing order, CRM, and engagement data together in Salesforce Marketing Cloud, Primera could communicate based on actual purchasing behavior instead of sending one message to everyone.

On that foundation, we built two tracks: B2C automations that respond to individual purchasing patterns, and B2B campaigns for the year-end period and beyond, segmented by type of customer relationship.

The process

Centralizing data: order data from Adobe Commerce Cloud, CRM data from Dynamics and DeployTeq, and engagement data integrated into Salesforce Marketing Cloud.
360-degree customer profile: a single profile per customer as the basis for segmentation and personalization.
B2C automations: automated emails based on purchasing patterns.
B2B year-end campaigns: segmentation based on retention, win-back, and upsell.
Attribution: custom attribution models to gain insight into the revenue contribution of the campaigns.

‍